A brand new look for The Original Factory Shop


The Original Factory Shop, the UK’s largest discount department store with over 210 stores nationwide, tasked Stocks Taylor Benson with a rebrand that would force a radical re-appraisal of the brand; helping engage deeper with existing customers and colleagues as well as enticing new customers to the brand.

Simplification was a key part of the brief, and where better place to start than the name. ‘tofs’, rather than The Original Factory Shop, was already used by staff and customers as an abbreviation so seemed an obvious progression for the brand that would modernise the brand and better reflect the values of the business. When tested with customers, the reaction was very positive which provided us all with the confidence this was the right move to make.

We created a strong and simple brand identity for tofs that is clean, contemporary, vibrant, friendly and welcoming, helping to better present the diverse range of quality products and brands available at discount prices. The new identity is currently rolling out across stores nationwide; all stores are currently in the process of the inside store transition through new POS, uniforms etc., and in addition to this across a number of stores tofs are investing in new store exteriors showcasing the new name above the door.

Supporting marketing collateral, internal communications and a totally new website are all benefiting from the new visual identity too, and of course a more memorable web address, tofs.com!

Hannah Legg, Marketing and Multichannel Director for tofs comments; ‘Given this was one of the biggest projects in the history of the brand, working with a credible agency to deliver a transformational new brand identity was really important to us. Stocks Taylor Benson have been an absolute pleasure to work with, and have delivered every step of the way…going above and beyond on numerous occasions too. We’re very excited by the customer impact of the rebrand, and the year ahead is incredibly exciting as we continue to invest in rolling out the new branding.’